{"id":957,"date":"2012-10-10T09:26:00","date_gmt":"2012-10-10T09:26:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2012\/10\/10\/el-nuevo-acto-de-compra-shopping-experience\/"},"modified":"2025-11-03T11:52:31","modified_gmt":"2025-11-03T11:52:31","slug":"el-nuevo-acto-de-compra-shopping-experience","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/el-nuevo-acto-de-compra-shopping-experience\/","title":{"rendered":"El nou acte de compra: SHOPPING EXPERIENCE"},"content":{"rendered":"<p><!--[if !mso]><![endif]--><!--[if gte mso 9]><xml> <w:WordDocument>  <w:View>Normal<\/w:View>  <w:Zoom>0<\/w:Zoom>  <w:HyphenationZone>21<\/w:HyphenationZone>  <w:PunctuationKerning\/>  <w:ValidateAgainstSchemas\/>  <w:SaveIfXMLInval>false<\/w:SaveIfXMLInvalid>  <w:IgnoreMixedContent>false<\/w:IgnoreMixedContent>  <w:AlwaysShowPlaceholderText>false<\/w:AlwaysShowPlaceholderText>  <w:Compatibility>   <w:BreakWrappedTables\/>   <w:SnapToGridInCell\/>   <w:WrapTextWithPunct\/>   <w:UseAsianBreakRules\/>   <w:DontGrowAutofit\/>  <\/w:Compatibility>  <w:BrowserLevel>MicrosoftInternetExplorer4<\/w:BrowserLevel> <\/w:WordDocument><\/xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState=\"false\" LatentStyleCount=\"156\"> <\/w:LatentStyles><\/xml><![endif]--><!--[if !mso]><img decoding=\"async\" src=\"http:\/\/img2.blogblog.com\/img\/video_object.png\" style=\"background-color: #b2b2b2; \" class=\"BLOGGER-object-element tr_noresize tr_placeholder\" id=\"ieooui\" data-original-id=\"ieooui\" \/><![endif]--><!--[if gte mso 10]><![endif]--> <\/p>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><\/span><\/div>\n<p><!--[if gte mso 9]><xml> <w:WordDocument>  <w:View>Normal<\/w:View>  <w:Zoom>0<\/w:Zoom>  <w:HyphenationZone>21<\/w:HyphenationZone>  <w:PunctuationKerning\/>  <w:ValidateAgainstSchemas\/>  <w:SaveIfXMLInval>false<\/w:SaveIfXMLInvalid>  <w:IgnoreMixedContent>false<\/w:IgnoreMixedContent>  <w:AlwaysShowPlaceholderText>false<\/w:AlwaysShowPlaceholderText>  <w:Compatibility>   <w:BreakWrappedTables\/>   <w:SnapToGridInCell\/>   <w:WrapTextWithPunct\/>   <w:UseAsianBreakRules\/>   <w:DontGrowAutofit\/>  <\/w:Compatibility>  <w:BrowserLevel>MicrosoftInternetExplorer4<\/w:BrowserLevel> <\/w:WordDocument><\/xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState=\"false\" LatentStyleCount=\"156\"> <\/w:LatentStyles><\/xml><![endif]--><!--[if !mso]><img decoding=\"async\" src=\"http:\/\/img2.blogblog.com\/img\/video_object.png\" style=\"background-color: #b2b2b2; \" class=\"BLOGGER-object-element tr_noresize tr_placeholder\" id=\"ieooui\" data-original-id=\"ieooui\" \/><![endif]--><!--[if gte mso 10]><![endif]--> <\/p>\n<div style=\"line-height: 150%; text-align: justify;\"><b style=\"mso-bidi-font-weight: normal;\"><span style=\"font-family: Arial;\">Amb el Boom d&#039;Internet i les botigues en l\u00ednia, la Shopping Experience a la botiga f\u00edsica es converteix en un vehicle fonamental per generar vincles emocionals amb el nou consumer<\/span><\/b><span style=\"font-family: Arial;\">.<b style=\"mso-bidi-font-weight: normal;\"> <\/b><\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">El comportament dels consumidors d&#039;ara no \u00e9s ni de bon tros com el d&#039;abans. Els nostres avantpassats passaven moltes hores pensant si havien de saciar-ne el consum o no. Avui dia, aquest fet ha perdut for\u00e7a. Cada cop trobem m\u00e9s alternatives psicol\u00f2giques per saciar o justificar l&#039;impuls compulsiu cap a la compra. Podem dir que hi ha un augment del consum material a les economies dels consumidors moderns, que estan famolencs per experi\u00e8ncies excitants. <\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Estem davant d&#039;un nou consumer, <b style=\"mso-bidi-font-weight: normal;\">camale\u00f2nic<\/b>, <b style=\"mso-bidi-font-weight: normal;\">digital<\/b>,<b style=\"mso-bidi-font-weight: normal;\"> socialitzat<\/b> al 100% amb l&#039;era 2.0 i cont\u00ednuament <b style=\"mso-bidi-font-weight: normal;\">connectat al m\u00f3n online<\/b>del que espera el millor per sumar-ho a les experi\u00e8ncies de la seva realitat offline. La seva connexi\u00f3 supera fronteres, ja no t\u00e9 l\u00edmits\u2026 smartphone, PC, tablets o altres dispositius amb qu\u00e8 es conviu actualment\u2026 La tecnologia digital est\u00e0 canviant les expectatives dels consumidors. Ara s\u00f3n ells els que tenen el control de la informaci\u00f3.<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Els consumidors actuals no compren productes, sin\u00f3 que busquen experi\u00e8ncia. El comportament ja no \u00e9s tan f\u00edsic, sin\u00f3 que varia en funci\u00f3 del seu entorn, del que diu i del que observa. <\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Les marques han de projectar els valors que identifiquin una imatge clara de la botiga f\u00edsica. Una imatge que sigui capa\u00e7 de crear al consumidor una memorable experi\u00e8ncia de compra; si un consumidor queda satisfet amb la compra, la possibilitat de recompra \u00e9s molt m\u00e9s elevada. Doncs ja s\u00f3n molts els<b style=\"mso-bidi-font-weight: normal;\"> estudis que assenyalen que el 75% dels actes de compra es decideixen al mateix punt de venda<\/b>.<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">El valor que des dels departaments de m\u00e0rqueting afegim a la marca, m\u00e9s que el valor de la pe\u00e7a en si, \u00e9s sovint el que acaba definint realment l&#039;experi\u00e8ncia de compra. <\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Per\u00f2,\u2026 <b style=\"mso-bidi-font-weight: normal;\">Qu\u00e8<\/b><b style=\"mso-bidi-font-weight: normal;\">\u00e9s realment una Shopping Experience 3.0?<\/b><\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">La possibilitat de crear un ambient \u00fanic en un entorn visual sorprenent, ja sigui f\u00edsic o virtual. On el consumidor i\/o comprador pugui interactuar amb la marca i rebre emocions gratificants capaces de fer-los evocar records de la seva vida per tal de suscitar-los el desig de compra. <\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">S\u00f3n moltes les accions de m\u00e0rqueting que entren en joc a l&#039;hora de millorar la<b style=\"mso-bidi-font-weight: normal;\"> <\/b>Shopping Experience dels consumidors al Punt de Venda o de com convertir aquesta visita en experimental. Entre elles es poden destacar les noves apps de realitat augmentada i el m\u00e0rqueting olfactiu.&nbsp;<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><\/span><b style=\"mso-bidi-font-weight: normal;\"><span style=\"font-family: Arial;\">&#8211; <u>Realitat Augmentada<\/u><\/span><\/b><span style=\"font-family: Arial;\"><u>:<\/u> S\u00f3n grans aven\u00e7os tecnol\u00f2gics que s&#039;estan desenvolupant actualment aplicats al m\u00f3n del retail de la moda.&nbsp;<\/span><\/div>\n<p><span style=\"font-family: Arial;\">Aquesta innovaci\u00f3 recent permet posar sobre la nostra imatge real peces de vestir per ajudar-nos a completar la visi\u00f3 de la realitat abans d&#039;anar a provar-les realment al vestidor. <\/span>   <\/p>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">\u00c9s una manera d&#039;impressionar el client generant-li el desig i l&#039;inter\u00e8s per adquirir all\u00f2 que fa nom\u00e9s uns segons tenia superposat sobre si mateix de manera virtual. Hi ha firmes que ja estan emprant aquest sistema a les seves botigues f\u00edsiques.<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><br \/><\/span><\/div>\n<div style=\"clear: both; text-align: center;\"><object contentid=\"5f343cca8c35fa54\" height=\"266\" width=\"320\"><\/object><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><br \/><\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">&nbsp;<\/span><b><span style=\"font-family: Arial;\">&nbsp;<\/span><\/b><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><b><span style=\"font-family: Arial;\">&#8211; <u>M\u00e0rqueting olfactiu<\/u><\/span><\/b><span style=\"font-family: Arial;\"><u>:<\/u> En els darrers anys s&#039;est\u00e0 tenint molt present a l&#039;hora de donar valor afegit i crear Shopping Experience positives, ja que comptar amb una firma olfactiva refor\u00e7a la identitat de l&#039;empresa. <\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><b style=\"mso-bidi-font-weight: normal;\"><span style=\"font-family: Arial;\"><br \/><\/span><\/b><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><b><span style=\"font-family: Arial;\">El 1999, una investigaci\u00f3 cient\u00edfica de la novaiorquesa Universitat de Rockefeller va revelar que homes i dones som capa\u00e7os de recordar el 35% del que olorem<\/span><\/b><span style=\"font-family: Arial;\">. <b style=\"mso-bidi-font-weight: normal;\">Per\u00f2 la dada m\u00e9s sorprenent \u00e9s que la mem\u00f2ria pot retenir 10.000 aromes diferents (Richard Axel i Linda Back)<\/b>.<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"clear: both; text-align: center;\"><a href=\"http:\/\/2.bp.blogspot.com\/-19OH8KM1bBI\/UHU6dpPcj9I\/AAAAAAAAALc\/UsDsn8eW85U\/s1600\/articuloeli.png\" style=\"margin-left: 1em; margin-right: 1em;\"><img decoding=\"async\" border=\"0\" height=\"153\" src=\"http:\/\/2.bp.blogspot.com\/-19OH8KM1bBI\/UHU6dpPcj9I\/AAAAAAAAALc\/UsDsn8eW85U\/s640\/articuloeli.png\" width=\"640\" \/><\/a><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><br \/><\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Perqu\u00e8 el poder evocador de l&#039;olor i la potent for\u00e7a d&#039;associaci\u00f3 de l&#039;olfacte amb la mem\u00f2ria fa que cada cop que el consumidor torni a sentir aquesta aroma l&#039;associ\u00ef amb la marca. I si hi afegim que l&#039;aroma afecta de manera directa el cervell i aquest t\u00e9 relaci\u00f3 directa amb les emocions i les seves conseq\u00fc\u00e8ncies\u2026 <b style=\"mso-bidi-font-weight: normal;\">L&#039;\u00e8xit est\u00e0 assegurat!!!<\/b><\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Per\u00f2 no ens podem quedar nom\u00e9s amb aix\u00f2, hi ha molt\u00edssimes maneres de potenciar el desig i atraure el consumidor cap a la compra. Des del m\u00e0rqueting s&#039;est\u00e0 intentant influir en el comportament del consumidor a trav\u00e9s dels seus canals perceptius\u2026<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><b><span style=\"font-family: Arial;\">Per\u00f2 qu\u00e8 volem crear?: experi\u00e8ncia, ambient, comunicaci\u00f3 o imatge\u2026 Tenir clar el que volem evocar en el client \u00e9s fonamental per garantir una Shopping Experience \u00fanica.<\/span><\/b><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><b style=\"mso-bidi-font-weight: normal;\"><span style=\"font-family: Arial;\">Anteposar les necessitats del consumidor a les teves et pot garantir repercussions positives.<\/span><\/b><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Elisabet Su\u00e1rez<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><\/span><b><span style=\"font-family: Arial;\"><\/span><\/b><\/div>\n<div style=\"mso-layout-grid-align: none; text-autospace: none;\"><\/div>\n<div style=\"mso-layout-grid-align: none; text-autospace: none;\"><\/div>\n<div style=\"mso-layout-grid-align: none; text-autospace: none;\"><\/div>\n<div style=\"mso-layout-grid-align: none; text-autospace: none;\"><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Amb el Boom d&#039;Internet i les botigues en l\u00ednia, la Shopping Experience a la botiga f\u00edsica es converteix en un vehicle fonamental per generar vincles emocionals amb el nou consumer. El comportament dels consumidors d&#039;ara no \u00e9s ni de bon tros com el d&#039;abans. Els nostres avantpassats passaven moltes hores pensant si havien de [...]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[48,50,54,51,49,52,53],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>El nuevo acto de compra: SHOPPING EXPERIENCE -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/ca\/el-nuevo-acto-de-compra-shopping-experience\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El nuevo acto de compra: SHOPPING EXPERIENCE -\" \/>\n<meta property=\"og:description\" content=\"Con el Boom de Internet y las tiendas online, la Shopping Experience en la tienda f\u00edsica se convierte en un veh\u00edculo fundamental para generar v\u00ednculos emocionales con el nuevo consumer. El comportamiento de los consumidores de ahora no es ni de lejos como el de antes. 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